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He has a 40 pack-year history of smoking

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Suddenly the cigarette would come to life, coil up like a snake, ominously rattle its filter-tip tail, and strike with its lighted end right toward the viewer, while an announcers voice asked, What does a cigarette have to do to you before you get our message? and American Cancer Society flashed on the screen again

Other companies depicted smoking patients in their ads, recommending medications for the conditions caused by smoking, rather than trying to aid physicians in prevent these diseases by educating the public not to smoke (see the centers exhibition Depictions of Smoking in Pharmaceutical Advertising)